Nando's MY names marketing head as Chai Hui Fung helms new role

Nando's Malaysia has promoted senior marketing manager Elaine Chiew (pictured right) to head of marketing. In her new role, Chiew assumes the full breadth of the marketing functions such as developing the overall branding and marketing strategies. That includes overseeing, communications, menu planning and development, customer experience, loyalty strategies and the day-to-day management of marketing operations.

Meanwhile, Nandos' marketing director, Chai Hui Fung (pictured left), has been promoted to chief commercial officer and supports Malaysia CEO Charles Chen in driving the overall company strategy and key initiatives. She also primarily focuses on brand growth, commercial strategy and development and digital transformation. In addition to marketing, Chai also now oversees the business development and IT teams.

"I’ve been with Nando’s for 13 years now and I’ve seen the brand grow from being one that is popular only amongst selected segments to one that is now loved by many for its PERi-PERi Chicken and for having a brand personality that’s fun, engaging and brave," she told A+M.

According to Chiew, there is still a lot of depth to the brand that Nando's would like to share with its customers. It has also seen a lot of changes in consumer lifestyle and behaviour over the last few years. "So, we see this as an opportunity to reposition the brand to be more relevant to all our segments, especially the younger segment. With great support from the people I work with, I am excited to lead the brand towards the desired position in the market and continue to grow the company’s revenue," she said.

Nando's said that Chiew has been key in driving the growth of the Nando's brand in Malaysia and she also played an instrumental role in establishing the brand's social media platforms for its Malaysia and Singapore operations. She also helped launch the Nando's mobile application and loyalty programme and led social media commentary initiatives that have garnered buzz for the brand.

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